Legends of the US sports world have joined forces to create a new, premium sunglass brand that marries elevated street fashion with action sports. Skateboard mogul and television star Rob Dyrdek and Pete Fox (CEO of the sports clothing brand Fox Head Inc.), will launch IVI (pronounced “eye-vee”) later this year.
Action sports fashion designer Jerome Mage, also a partner, is the lead designer and in a sign that the group intends to take the brand global fast, they’ve appointed Daran Godfrey, ex. Luxottica and Oakley to the position of Global Director of Sales. As National Accounts Sales Manager – Sport Optics at Luxottica/Oakley, Godfrey was directly responsible for managing and growing the Oakley, Ray-Ban and Arnette business with key clients.
Speaking of IVI’s new streetwise eyewear which ‘blends Americana toughness with simplicity’, Peter Fox said: “We feel that this is a great chance to start a new company in a relatively quiet environment, because there isn’t much exciting news out there.”
IVI will be available in premium action sport, lifestyle boutique, sunglass specialty and optical retailers in the US Spring time this year. IVI is currently talking to retailers. E: info@IVIvision.com